Akmaral Yeskendir, a trailblazing technowoman, who founded ADU24, a domestic e-commerce marketplace. Akmaral recalls, "It all began in 2018 when I found myself frustrated with the process of ordering goods from foreign marketplaces. Long delivery times and the lack of exchange or return options became major obstacles in my online shopping experience. I realized there was a need for a domestic marketplace that could address these issues."
Despite her youth, limited experience, and resources, Akmaral delved into market analysis, determined to understand why a domestic e-commerce platform didn't exist in her country. Reflecting on that time, she shares, "I temporarily postponed the idea, but I knew deep down that I would return to it in the future."
The turning point came in 2020 when the global pandemic and quarantine measures inspired Akmaral to take action. Seizing the opportunity, she dedicated two months to studying successful market giants like Alibaba, Amazon, and Ozon. Drawing inspiration from their journeys, she shares, "I learned from their experiences and mistakes, gaining valuable insights into what it takes to build a thriving marketplace."
The path to success has not been without setbacks. In 2020, when Akmaral was preparing for product development, the cybersecurity development team she collaborated with from Astana let her down, which was a major obstacle. Despite this setback she reflected that: "I didn't let doubt define me. I knew that failure was part of the journey, and I had to keep moving forward."
Then, in 2021, Akmaral's fortunes began to turn around when she met an IT specialist who shared her vision. They formed a partnership, combining their expertise to propel ADU24 forward. Recounting the experience, she shares, "We worked together, each taking on specific roles in the development and operations of the business. Despite financial challenges, including pawning my own phone to pay my team's salaries, we pressed forward."
As a young entrepreneur in the tech industry, Akmaral encountered skepticism due to her age and gender. However, she refused to let these doubts hold her back. In August 2021, Akmaral found a female angel investor, a partnership that brought new hope and resources to ADU24. Thanks to their support, she reflects: "We were able to improve our product and prepare for the long-awaited market launch."
Akmaral's entrepreneurial journey became intertwined with her participation in the Women's Entrepreneurship EXPO mentoring program in 2022. Reflecting on the transformative experience, she shares, "The mentoring sessions and training I received helped me navigate the challenges that came my way, refine my plans, and gain valuable insights into marketing and contemporary business practices."
Throughout her journey, Akmaral recognized the barriers faced by women entrepreneurs in accessing funding and financial support. Becoming an advocate for change, she emphasizes, "We need to simplify funding processes, reduce bureaucratic hurdles, and develop support programs tailored specifically for startups. By creating a more inclusive and supportive environment for women's entrepreneurship, we can benefit society as a whole."
When asked about her advice for aspiring entrepreneurs, Akmaral stresses the importance of finding harmony and aligning personal principles with the mission of the company. She encourages entrepreneurs to be determined, overcome fears, and pursue their goals relentlessly, stating, "Have faith in your vision and prioritize it above all else. Continuous learning and seeking support whenever needed are also vital."
Looking ahead, Akmaral shares her plans to further grow ADU24, attract more investment, and increase sales. She expresses optimism about the startup ecosystem in Kazakhstan, predicting continued development and success. She firmly believes that supporting startups, especially those led by technowomen, will not only benefit society but also foster positive changes in the overall entrepreneurial landscape.
Akmaral Eskendir
